quantitative and qualitative research methods

• qualitative methods involve smaller samples and in depth interviews 
• descriptive research: can tell you who, what, where, when and how regarding your target population and /or strategy 
• useful when you want to examine: 
• differences between distinct populations 
• differences 
• causal research: 
• selective and descriptive research design is based on three factors 
• nature of the initial problem or opportunity 
• research questions 
• approaches used to collect 
• advantages of survey methods 
• can accommodate large samples so that results can be generalized with the target population 
• produce precise enough estimates to identify even small differences 
• easy to administer and record answers to structured questions 
• facilitate advanced statistical analysis 
• concepts and relationships not directly measurable can be studied 
• types of survey administered survey 
• in home interview 
• mall intercept interview 
• shoppers 
• person administered survey 
• advantages 
• interviews can establish a comfort zone for respondents 
• respondents can get feedback from interviews if they need clarity 
• quality of responses are high since interviews 
• telephone administered surveys 
• traditional telephone - interview 
• an interview administers a survey to a respondent over the telephone
• computer assisted interview 
• while administering the surveying the telephone, the interviewer directly reads questions from a computer and records responses into the system 
• wireless or online interviews 
• interviewers and companies can utilize text messages 
• advantages
• interview 
• self administered surveys 
• mail surveys 
• questionnaires distributed to a respondents who return them 
• usually done using the postal service 
• mail panel surveys 
• surveys distributed to a representative sample of individuals who have already agreed to participate in the survey 
• online surveys 
• surveys that are administered through the internet 
• software such as qualtrics allows companies to create online surveys. These surveys can then be reached through a special link 
• online surveys are highly customizable 
• self administered surveys 
• advantages 
• low cost( no interview needed) 
• the respondent has control over when and where to complete it 
• no bias 
• disadvantages 
• questions are limited to pre-set 
• types of errors on surveys 
• sampling error